transforming our communities 2017-2021 - ymca cwp · transforming our communities: strategic plan...

TRANSFORMING OUR COMMUNITIES: STRATEGIC PLAN FOR THE YMCA OF NORTHERN ALBERTA: 2017-2021Transforming Our Communities 2017-2021

YMCA of Northern Alberta

Strategic Plan

A TRANSFORMING OUR COMMUNITIES: STRATEGIC PLAN FOR THE YMCA OF NORTHERN ALBERTA: 2017-2021

Table of Contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Mission, Vision, Values and Our Commitment to the Community . . . . . . . . . . . . . . . . . 2

Vision and Strategy at a Glance . . . . . . . . . . . . . . . . . . . . . . . . . 3

The Y Lens: Key Community Outcomes . . . . . . . . . . . . . . 5

Community Calls to Action:

Promoting Health & Wellbeing . . . . . . . . . . . . . . . . . . . . . 6

Helping Children, Youth and Families Thrive . . . 8

Fostering Belonging & Connection . . . . . . . . . . . . . 10

Providing Opportunities for All . . . . . . . . . . . . . . . . . . 12

Strategic Directions:

Overview of Strategic Directions . . . . . . . . . . . . . . . . 15

Excellence in Program & Service Delivery . . . 16

Extend our Reach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Increase our Capacity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Strengthen our Brand and Impact . . . . . . . . . . . . . . 19

Map of Our YMCA at Work (2017) . . . . . . . . . . . . . . . . . . . . 20

Acknowledgements and Sources . . . . . . . . . . . . . . . . . . . . . 21

TRANSFORMING OUR COMMUNITIES: STRATEGIC PLAN FOR THE YMCA OF NORTHERN ALBERTA: 2017-2021

Introduction

Guided by our vision and grounded in our core values, the YMCA’s commitment to serve, learn, lead and renew has ensured our association’s

relevance, sustainability and impact on a changing community for more than 109 years. Over the past year we worked as a committed team of

YMCA leaders on an extensive process to develop a new strategic plan to guide our work and our impact on communities. We looked at what was

happening in our community, listened to community leaders, consulted key partners and discussed how all these insights should be reflected in

our work. The result? This Transforming Our Communities 2017 – 2021 strategic plan. This plan introduces a more refined focus, better defined areas of

commitment with ten corresponding outcomes, and identifies key priorities within our four interrelated strategic directions: Excellence in Program and Service Delivery, Extending Our Reach, Increasing Our Capacity and Strengthening Our Brand and Impact.

The Transforming Our Communities strategic plan will guide our work over the next five years and is unique in a number of ways:

• Builds upon our association’s strong foundation and ability to remain relevant to a changing community for more than 109 years;

• Looks to the future with optimism and a bold, aspirational vision for our community and our YMCA;

• Aligns to community priorities that inform our areas of commitment, focus and impact;

• Frames strategies around four key pillars: Excellence in Program and Service Delivery, Extending Our Reach, Increasing Our Capacity and Strengthening Our Brand and Impact; and

• Requires long-term financial sustainability, engagement, investment, fund development, operational excellence and partnerships well beyond what we have done before.

We believe that more people will be helped in deeper, more meaningful ways as a result of our strategic efforts. As we get better, so do the people

we serve. Yet there is much more to do, and the next five years will see our team—and every man, woman, teen and child we serve—get that much

closer to reaching their potential.

Transforming Our CommunitiesStrategic Plan for YMCA of Northern Alberta 2017-2021

1

Our MissionThe YMCA of Northern Alberta creates life-enhancing

opportunities for the growth and development of all people in spirit, mind and body.

Our VisionStrong kids, healthy families, thriving communities.

Our ValuesRespectHonestyCaring

ResponsibilityDiversity and Social Inclusion

Our Values in ActionOur guide to decision making & behaviour

Do the right thing

We are caring, respectful, honest & responsible in all we do

Put people first

We believe in each other – our strengths, perspectives & passions

Keep our promises

We do what we say we will do

Lead by example

We are courageous, speaking with conviction and always willing to listen and collaborate

Inclusive and open to all

We welcome every person, regardless of background or circumstance

The Communities We Envision• Everyone experiences better health and wellbeing in spirit, mind

and body

• Individuals and families thrive and experience a sense of belonging

• All children and youth are active, engaged and healthy

• Everyone has the opportunity to reach their potential

• People respect diversity and experience social inclusion

• People work together to strengthen the foundations of community

The YMCA Our Communities Need• Leads, partners and advocates in order to strengthen communities—

local, regional, national and global

• Values the diversity of all people

• Fosters equality of opportunity for all individuals and families in our communities

• Provides safe, caring places—to connect, be active, and learn at every age

• Promotes holistic health and wellbeing in spirit, mind and body

• Cultivates leadership

• Encourages philanthropy in all we do

• Delivers high value and impact

2

TRANSFORMING OUR COMMUNITIES: STRATEGIC PLAN FOR THE YMCA OF NORTHERN ALBERTA: 2017-2021 3

Vision and Strategy at a Glance

THE CO

MM

UN

ITIES WE EN

VISIO

N

VISIONStrong kids, healthy families, thriving communities

COMMUNITY PERSPECTIVE

Outcomes we want to

achieve

STRATEGIC CALLS TO ACTION: Our communities face urgent challenges requiring immediate action. We’re focused on four areas:

Promoting health and wellbeing

Helping children, youth and

families thrive

Fostering belonging and connection

Providing opportunities for all

THE YM

CA O

UR CO

MM

UN

ITIES NEED

Excellence in program & service delivery We will change lives by delivering high quality, innovative and holistic programs and services.

STRATEGIC DIRECTIONS

How we will achieve these

outcomes

Extend our reach We will support community-building across Northern Alberta through the targeted expansion of services.

Increase our capacity We will develop and support our volunteers and staff to build healthy communities. We will also ensure our long-term financial sustainability.

Strengthen our brand and impact

We will demonstrate and communicate our Y's impact so that more stakeholders recognize, participate in and support our vision.

ENABLERS TO SUCCESS

Strong, sustainable triple bottom line

(social, financial, environmental)

A culture that fosters shared accountability and

adaptiveness

Systems, structures and policies that are relevant

and effective

Alignment with YMCA Canada and regional (RDC)

priorities

Effective governance and leadership

The Communities We Envision• Everyone experiences better health and wellbeing in spirit, mind

and body

• Individuals and families thrive and experience a sense of belonging

• All children and youth are active, engaged and healthy

• Everyone has the opportunity to reach their potential

• People respect diversity and experience social inclusion

• People work together to strengthen the foundations of community

The YMCA Our Communities Need• Leads, partners and advocates in order to strengthen communities—

local, regional, national and global

• Values the diversity of all people

• Fosters equality of opportunity for all individuals and families in our communities

• Provides safe, caring places—to connect, be active, and learn at every age

• Promotes holistic health and wellbeing in spirit, mind and body

• Cultivates leadership

• Encourages philanthropy in all we do

• Delivers high value and impact


Helping Children, Youth & Families Thrive

Providing Opportunit ies for All Fostering Belonging & C

onne

ctio

n

Reach Their Potential

Helping PeopleProm

oting

Health

& Well being1. Children

under 12 are active and healthy

2. Adults experience optimal health as they age

3. Individuals and families are supported in meeting

basic needs such as safe, affordable

housing, income and nutritious food

4. Childrenenter kindergarten

ready for school

5. Individuals and families report an improved quality of life

6. Youth are healthy and engaged in their community

7. People are involved in and feel a sense of

belonging to their community and each other

8. Ongoing collaboration between community

organizations and stakeholders to

find effective solutions

9. All individualswho require assistance to partipate at the Y get the support

they need

10. Our Y reflects the diversity of the

communities we serve

The Y Lens We see our work through the lens of key

community outcomes. This is how we show

up and how we measure our success.

What’s our commitment?

At the YMCA we are committed to helping

people reach their potential.

What's our focus? The lens focuses on the four reasons we

do this work: helping children, youth

and families thrive, promoting health

and well being, fostering belonging and

connection and providing opportunities

for all.

What’s our impact? Among the many important things we do

we have selected to focus on 10 outcomes

during the five year cycle. We will measure our

impact in all 10 outcomes.

Pages 6 through 13 better define these areas of focus,

outcomes and intended impact measurements.

6

Promoting Health & Wellbeing

Critical issues affecting our communities

Today, 27% or more than one in four children in Alberta are overweight or obese .(1) Only

9% of children ages 5-17 meet the recommended physical activity guidelines. Ninety percent of

11 to 15-year olds fail to meet recommended average daily screen time guidelines and students in

grade 9 to 12 spend an average of 8 hours per day in screen based sedentary behaviour.(2)

Today 40% of Albertans 18 years and older do not get enough physical activity to maintain optimal health. Albertan cities have a significantly higher percentage of

overweight or obese adult populations than the national average. If current trends continue, up

to 70% of Canadian adults will be either overweight or obese.(3)

Mental health issues are on the rise . One in five adult Canadians will struggle with mental

health issues at some point in their lives with anxiety disorders and depression the most common.(4)

Affordable housing, food security and healthy nutrition are key determinants of health and well-being . Food security and health nutrition are not a given for over 10%

of Alberta households.(5) The cost of healthy eating has increase by more than 60% in the

past 10 years; 30% of Albertans fail to meet nutrition guidelines for heathy eating.(6) Of the

approximately 79,000 Albertans who access food banks annually, 39% are children and these

rates have increased by 136% since 2008.(7)

Approximately 24% of all Albertans and 39% of renters experience housing affordability

challenges where they pay more than 30% of total income on housing. In recent assessments,

over 5,000 people in Alberta’s largest cities including Edmonton, Grande Prairie and Wood

Buffalo were found to be homeless.(8)

7

Desired Community Outcomes

Measures

Children under 12 are active and healthy

Extent to which children develop physical literacy skills and report experiences that promote commitment to lifelong physical activity because of Y participation

Adults experience optimal health as they age

Extent to which people report overall health and wellbeing has improved as a result of Y participation

Individuals and families are supported in meeting basic needs such as safe, affordable housing, income and nutritious food

Extent to which people receive necessary supports and report basic needs are met (safer affordable housing, income, nutritious food) as a result of YMCA programming and support

Our Beliefs and Commitments

We believe holistic healthy living improves quality of life and enables people to reach their potential . That’s why we use the Social

Determinants of Health as a framework and offer programs and services

that enable people to thrive in spirit, mind and body.

We believe developing healthy attitudes and behaviours at a young age helps prevent chronic disease and improves quality of life . That’s why we include fun physical activities, social and skill development in

all our child and youth programming.

We believe people must be active and make healthy choices at every stage of life . That’s why we provide supportive environments and

quality programming with a range of opportunities to support all ages and

stages with their healthy lifestyle choices.

We believe that every individual has the right to access affordable, stable housing and sufficient nutritious food to meet their needs for a healthy life . That's why we offer programs and support to those most

vulnerable along the continuum of their housing and nutrition needs.

We believe the YMCA can play a leading role to integrate community health systems . That’s why we advocate and partner with

like-minded organizations to impact the overall health of communities we serve.


3

2

1

Helping Children, Youth & Families Thrive


Almost 30% of kindergarten-aged children are developmentally vulnerable . In Alberta, nearly 26% of children entering kindergarten are having trouble in one or more

areas of development including physical, mental, social and emotional challenges.(9)

The after school hours are critical . Children left alone between 3:00 p .m . to 6:00 p .m . are more likely to be sedentary and may participate in high risk behaviour . In Alberta, 69% of couples with children are dual earner families and 14% of all families are

single parent.(10) Children and youth whose parents work full time spend, on average, 20

to 25 hours alone each week.(11)

Teens who don’t complete high school have bleak economic, health and social prospects . Alberta Education reports that 24% of students do not complete high school

in three years (the five-year rate is 21%). A staggering 62% of self identified First Nations,

Metis and Inuit students do not complete high school in three years.

Family instability increases demands on social services . Demand for social services

including social support, income support and subsidized child care has both diversified

and intensified largely because of family instability which includes unemployment, family

violence and household debt.

8


Measures

Children enter kindergarten ready for school

Readiness of children entering kindergarten from YMCA Child Care compared to EDI indicators

Individuals and families report an improved quality of life

Extent to which individuals and families report an improved quality of life through YMCA participation compared to baseline research

Youth are healthy and engaged in their community

Extent to which youth are engaged in the community (leadership, volunteering, international) as a result of Y participation

9


We believe that the early years (0-6) are critical for future development and building lifelong wellbeing . That’s why we

provide play-based programming that nurtures children’s social, emotional,

cognitive and physical development.

We believe it is critical for our children (7-12) to acquire the skills and confidence to make their own healthy choices . That’s why we

provide a wide variety of programs and services to children and their families to

support them to make healthy choices and lead more active lives.

We believe youth (13-17) and young adults (18-29) face a variety of challenges as they develop autonomy and take steps towards realizing their potential . That's why we're there to help them build their

sense of identity, gain leadership skills and confidence, find social connections

and ensure their wellbeing.


6

5

4

A

Fostering belonging and connection


Social isolation greatly compromises quality of life . Approximately 40% of

Albertans do not feel a sense of involvement or belonging in their community.(12)

The risk of social isolation is much higher for seniors and new immigrants . New immigrants report a wide range of difficulties related to social

connection including learning a new language, adapting to new cultures, lack of social

interaction and discrimination or racism. Of seniors 65 years and older, 1 in 4 report they

would like to have participated in more social or recreational activities in the past year.(13)

Kids who are bullied have more stress and less academic success . One in three Canadian youth reports having been bullied recently (either direct bullying

like physical aggression or indirect like cyberbullying) and 47% of parents report their

child being a victim of some form of bullying.(14)

Discrimination and marginalization are common forms of intolerance . Alberta has the fourth highest level of reported hate crime in Canada and this trend has

been on the rise since 2014.(15)

10

A


Measures

People are involved in and feel a sense of belonging to their community and each other

The extent to which YMCA participants report community involvement and a sense of belonging compared to baseline data

Ongoing collaboration between community organizations and stakeholders to find effective solutions

The extent to which the Y is collaborating and actively influencing outcomes on critical issues included in our plan:

• The number of partnerships built and sustained to address targeted community needs

• Whether the Y is represented on specific community tables

• The extent to which there’s YMCA engagement outside of Y facilities

11


We believe that social connections enhance quality of life and extend life expectancy . That’s why we offer inclusive, safe and

welcoming environments free of discrimination where everyone can feel

connected and engaged to their community, and to each other.

We believe healthy communities are diverse and inclusive . That’s why the YMCA encourages and supports diversity in all of its

dimensions.

We believe social isolation is a complex problem that requires us to work with others to find effective solutions . That’s why we partner

and collaborate with organizations, government and individuals to build more

connected and engaged communities.


8

7

Providing Opportunit ies for All


More than 400,000 Albertans, including an estimated 170,000 children and youth, continue to live in poverty or are at risk .(16) Child poverty is

approximately 16% in Alberta communities.(17)

Poverty is particularly prevalent in Indigenous, immigrant, and lone-parent families . While 9.1 per cent of Albertans live in poverty, visible minorities and

Indigenous people are overrepresented at 15.8 per cent and 19.2 per cent respectively.

23.2 per cent of children aged 5-18 who recently immigrated (less than five years ago) live

in poverty. Female lone-parent families with children have the highest poverty levels in

Alberta, at 30.5 per cent.(18)

All Alberta families face significant barriers to recreation . While 94% of

Albertans believe physical activity and recreation will improve their health, only 59% get

enough physical activity. Less than 50% of Albertans have the confidence to participate

or overcome barriers like lack of time, tiredness and bad weather.(19)

Only 47% of Canadians in the lowest income bracket rate their health as very good or

excellent, compared with 73% of Canadians in the highest income group.(20) About 62% of

persons with reported low income are considered less active and 62% of persons without

a high school education are considered inactive.(21)

12

13


Measures

All individuals who require assistance (financial or recreation counselling) to participate at the Y get the support they need

Number of unique participants who receive assistance to participate in YMCA programs, services and recreation

• Opportunity Fund

• Provincial Child Care Subsidy

• Recreation Counselling

Our Y reflects the diversity of the communities we serve

Program and service expansion into new communities or targeted at specific underserved populations in the YNAB


We believe everyone has value and can benefit from access to programs, services and community recreation . That’s why the

YMCA engages the entire community and our membership, participants and

leadership reflect the communities we serve.

We believe equal societies fare better based on quality of life indicators . That's why we provide access to YMCA programs and services

to those with a demonstrated need.

We believe vulnerable and marginalized individuals and families experience significant barriers for success in life . That’s why we seek funding from donors and government sources to support

programming for vulnerable children, youth and families and we partner and

collaborate to deliver these important services.

We believe families face multiple challenges including finances, child care, family instability and time . That’s why we

provide supportive family based programs and services to enhance family

functioning and quality of life.


9

10

15TRANSFORMING OUR COMMUNITIES: STRATEGIC PLAN FOR THE YMCA OF NORTHERN ALBERTA: 2017-2021

Strategic Direct ions Our YMCA has both the duty and the opportunity to be a strong leader, partner and advocate for healthier, more engaged communities.

Supported by a strong, financially sustainable organization, this strategic plan focuses on four interrelated strategic directions:

Excellence in Program and Service DeliveryWe will continue to change the lives

of children, teens, young adults

and families by developing

and delivering an innovative,

holistic approach to all our

programs and services.

Extend our ReachWe will extend our

reach, supporting

community-building

across Northern

Alberta through the

deliberate, targeted and

innovative expansion

of services. This will be

done through collaboration

within our YMCA and with

our local, provincial, national and

international partners.

Increase our CapacityWe will work together to develop and

support our staff and volunteers to

build healthy communities. We

will also ensure our long-term

financial sustainability.

Strengthen our Brand and ImpactWe will demonstrate

and communicate

our Y's impact on the

lives of individuals and

communities—who

we are, what we do and

why it matters—so that

more stakeholders recognize,

participate in and support the

achievement of our vision.

Strategic Directions

Excellence in Program

and ServiceDelivery

Increaseour

Capacity

Strengthenour Brand

and Impact

Extendour

Reach


Excellence in Program and Service Delivery We will continue to change the lives of children, teens, young adults and families by developing and delivering an innovative, holistic approach in all our programs and services.

EXCELLENCE IN PROGRAMS AND SERVICE DELIVERY STRATEGIES

Ensure all programs and services meet or exceed regulatory and best practice standards and consistently maintain a high level of quality service .

Evaluate member and community feedback as well as industry trends to ensure program relevance and ongoing innovation in response to the evolving needs of our communities .

Demonstrate evidence-based impact of our programs and services on our communities .

Ensure a consistent holistic focus and integration of a social determinants of health framework for all YMCA programs .

EXCELLENCE IN PROGRAMS AND SERVICE DELIVERY INITIATIVES

Specific initiatives will be included in the annual association financial and operations plan.


EXTEND OUR REACH STRATEGIES

Create and implement a program and service expansion strategy to address unmet or emerging community needs for Health, Fitness and Aquatics, Child Care and Community and Housing Initiatives in all regions .

Invest in and renew our assets through our association refurbishment and Capital Investment Plan .

Develop strategic partnerships that align with our expansion of service strategy including facility expansion, program and service expansion and capital re-investment .

EXTEND OUR REACH INITIATIVES


Extend our ReachWe will extend our reach, supporting community-building across Northern Alberta through the deliberate, targeted and innovative expansion of services, and through collaboration within our YMCA and with our local, provincial, national and international partners.

18 TRANSFORMING OUR COMMUNITIES: STRATEGIC PLAN FOR THE YMCA OF NORTHERN ALBERTA: 2017-2021

Increase our CapacityWe will work together to develop and support our staff and volunteers to build healthy communities. We will also ensure our long-term financial sustainability.

INCREASE OUR CAPACITY STRATEGIES

Ensure the overall long-term financial sustainability of our organization (triple bottom line—social, financial, environmental) .

Develop and implement a comprehensive Human Resource strategy for staff .

Evaluate and evolve our senior management structure and leadership model ensuring effective and sustainable regional service delivery .

Develop and implement a comprehensive Volunteer strategy .

Continue to enhance the governance function of our association .

INCREASE OUR CAPACITY INITIATIVES

Specific initiatives will be included in the annual association financial and operations plan

19TRANSFORMING OUR COMMUNITIES: STRATEGIC PLAN FOR THE YMCA OF NORTHERN ALBERTA: 2017-2021

Strengthen our Brand and ImpactWe will demonstrate and communicate our Y’s impact on the lives of individuals and communities—who we are, what we do and why it matters—so that more stakeholders recognize, participate in, and support the achievement of our vision.

STRENGTHEN OUR BRAND STRATEGIES

Develop and implement a comprehensive YMCA brand and communications strategy .

Collaborate and partner with YMCAs across Canada to leverage YMCA brand and service delivery for greater local and national impact .

Enhance the philanthropic culture that grows our annual giving, major gifts, endowment and capital funding initiatives .

Enhance the YMCA's role in the development of citizenship and leadership at a local, national and global level .

Enhance strategic relationships that align with our vision and strategic directions .

Advocate to influence both public policy and opinion on issues related to our four community calls to action .

STRENGTHEN OUR BRAND INITIATIVES



Our YMCA at Work

YMCAs in Alberta:

YMCA of Northern Alberta

YMCA of Calgary

YMCA of Medicine Hat

YMCA of Lethbridge

YMCA programs that empower people of all ages and stages:

• Child Care

• Health, Fitness and Aquatics

• Education and Training

• Youth Leadership

• Employment Services

• Immigrant Services

• Housing Services

• Global Initiatives

• Opportunities to Give

Edmonton & Capital Region

Wood Bu�alo RegionChild Care

Community & Housing

Community Centre

Health, Fitness & Aquatics Centre

Child Care

Community & Housing

Child Care

Community & Housing

Health, Fitness & Aquatics Centres

Grande Prairie Region

1921

For more information contact:

YMCA of Northern AlbertaBill Rees YMCA | Association Services

10211 105 Street NW, Edmonton, AB T5J 1E3

Phone: 780.429.9622

Facebook: YMCA of Northern Alberta

Twitter: YMCANorthernAB

Website: northernalberta.ymca.ca

Charitable #: 11930 7122 RR0001

The YMCA of Northern Alberta extends its sincerest thanks to the many individuals involved in developing Transforming Our Communities . Our community, and our YMCA, is a much better place because of your efforts and commitment .

Acknowledgements

Endnotes 1. Participaction 2015 Physical Activity Report Card

2. Alberta Centre for Active Living: Alberta Survey on Physical Activity 2015

3. Childhood Obesity Foundation Statistics 2015

4. Statistics Canada

5. Statistics Canada

6. Community Foundation of Edmonton and Community Foundation of

Northwest Alberta Vital Signs Report 2015 & 2016

7. Food Banks Canada—Hunger Count 2016

8. 7 Cities on Housing and Homelessness—Alberta Point in Time Homeless

Count 2016, Final Report February 2017

9. Early Childhood Development Project Mapping Alberta—2014

10. Alberta Parks and Recreation—After School Recreation Report 2009

11. Statistics Canada—Health Sense of Belonging 2013

12. Alberta Health Services

13. Statistics Canada—Social participation and the health and well-being of

Canadian seniors

14. Government of Canada—Canadian Institutes of Health Research Canadian

Bullying Statistics

15. Alberta Justice and Solicitor General Victims Services Status Report 2014

16. Poverty Costs: An Economic Case for a Preventative Poverty Reduction

Strategy in Alberta

17. No Change: After 25 years of promise it is time to eliminate child poverty—2014

18. Together we raise tomorrow – Alberta’s Poverty Reduction Strategy

19. Alberta Survey on Physical Activity: A Concise Report January 2013

20. Public Health Agency of Canada – What Makes Canadians Healthy or Unhealthy

21. Everybody Active – Why don’t people participate

YMCA ofNorthern Alberta Strong kids, healthy families,

thriving communities

northernalberta.ymca.ca

transforming our communities 2017-2021 - ymca cwp · transforming our communities: strategic plan...

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